The BBC's Transport Correpondent Christopher Wain: "Ten deaths a week"

The ads, which show reconstructions of real alcohol-related fatal accidents, have been unveiled at the launch of the campaign.

The central message is "Don't Drink and Drive: Don't Drink and Die". It is aimed particularly at male drivers aged 17-24.

Transport Minister John Reid said: "This campaign, now a feature of our calendar, remains a vital tool in our efforts to reduce the potentially awful consequences of drink-driving during the festive season.

"Christmas always presents a lot of opportunities for social drinking. There is one simple message - the only way to be certain that you will not kill someone is to never mix drinking and driving."

More than 500 people still die in drink-related accidents

Roads Minister Lord Whitty said a different approach had been taken to the TV commercials this year.

Instead of using a single advert shown on many occasions, the government had decided to confront viewers with a drink-drive message in a different form each time they see or hear it.

"The TV adverts are all based on real cases, each reconstructing the aftermath of a different fatal drink-drive accident. I believe that using real cases should help to drive the message home," he said.

"The intention behind this strategy is to remind the viewer that everyday someone dies as a result of a drink-drive accident."

Lord Whitty said motorists should not gamble with the law, adding that there was no fail-safe guide as to how much anyone could drink and then safely drive.

Spot checks are part of the campaign

Department of Transport officials had hoped that Sam Fox, former page three girl turned born again Christian and singer would front the campaign.

But the former topless model - who was recently convicted of driving three times over the legal alcohol limit - is ill with flu.

Christmas campaigns have in the past been very successful in driving down the number of alcohol-related fatalities.

In 1979, 1,643 people were killed as a result of a driver or rider being over the limit.

By 1984 the figure had fallen to 1,170 - and was less than 1,000 by 1986.

The annual figure now is down to 540.

A consultation exercise on drink-drive legislation has just been completed.

Changes to existing legislation under consideration include lowering the legal alcohol limit from 80mg of alcohol per 100ml of blood to 50mg.

Police, safety groups and the medical profession all back a reduction in the limit - which would also bring the UK into line with a number of European countries.